We’ve received more comments about with Adams’s CEO Kevin Gleason’s article that we should call our inventory “assets” or “bulletins” or “digital displays”, not “boards”.
Mike Brown of Brownhouse Outdoor says keep it simple:
Most of my clients are local and even most agency people I deal with have no idea what “bulletin” “static” or “display” even means. These are industry insider terms, and might be appropriate if you are dealing with a major ad agency. But everyone knows what a “billboard” is. It doesn’t have to be explained. When you cold call, do you ask “Hi, I’d like to find out if you’re interested in renting a static display bulletin for your business”? Of course not. You would say “billboard”. Don’t we tell our customers regarding design that the fewer words the better? The principle is the same. You don’t have a wireless internet enabled telecommunication device in your pocket; its a smart phone. Keep it simple, and be proud of the fact that you are in the billboard business.
Eric Murr of Kegerreis Outdoor says use the language of your audience.
I see both sides. Its very meaning to recognize the importance of words as shaping understanding and value. But in the words of David Ogilvy, “Use the vernacular of your audiences.” When a client in rural America refers to a “sign” or a “board” and is prepared to buy, I believe in meeting a person where they are. Why is “poster” still okay, though, when paper is essentially a thing of the past. We have always had an issue with our verbiage.
Having degrees in both Philosophy and English, I have thought about all of this a lot.
Communication is about understanding. Its about connecting. It’s about feelings. And it’s about trust more than anything. There are plenty of grammarians who hate it when words like “selfie” become part of our lexicon and get into Webster’s dictionary. The English language is forever evolving and adapting.
“Board” is short for “Billboard.” Billboard has historical meaning like a billion other words and it’s what people call us. And they’re going to continue to do so. I don’t need to immediately correct the person in the room who mispronounces my last name when he or she refers to me. What I care about is that we’re talking and understanding one another. OOH is broader than billboards. This is a clear difference and for those that care and want to understand, it’s important to go there and educate them.
It’s also HIGHLY valuable to pay close attention to what we call ourselves and position ourselves wisely with great terminology that establishes ourselves as progressive.
An anonymous reader suggests that Naegele was wrong to fire an employee for calling a bulletin a board.
Great ideas, positive morale, and exceptional performance are built through leadership that is passionate about their products and corporate mission AND values their employees. Employees need to feel they are part of something greater and that management values them and their contribution. If you believe in your employees, they will strive to please the goals of management and appreciate a positive work environment.
Another reader says this:
They are assets to those of us in the industry. Too many times I have heard OOH sales people referring to our assets as assets to potential advertisers. It’s only an asset to them if it can drive their business.
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